Flattening the Hurdles to Enrollment: A Case Study

The Problem

Our client’s goal to increase starts in their graduate nursing programs was challenged by lengthy lag
periods as well as drop-off between lead submission and enrollment. With an unclear vision of how, when, where and why incoming students were navigating the steps to enrollment, it was difficult for marketing and admissions teams to understand the distinct hurdles and detractors on the path to becoming a student.

The Solution: Clearing the Path to Enrollment

Harness and Analyze Data

We began by using data to uncover the notable events and digital page assets in a typical student
journey. By using and looking at journey analytics, we were able to illuminate the most relevant digital
channels as well as attribute the most efficient path across the school’s digital assets toward enrollment.

Based on journey analytics that conveyed the overall “popularity” of each page or digital asset, we found that the school’s application portal, “welcome” email and financial aid process were contributing to slow-downs on the way to enrollment.

Streamline Application and Enrollment Processes

Based on the most efficient student journey, we created streamlined processes that would prepare
incoming students for the necessary steps to enrollment. First, we optimized efficiency by making the student portal auto-populate student information after a lead form was completed. We also simplified the financial aid process for students. Finally, we revamped the school’s “welcome” email so that it came earlier in the journey and contained messaging specifically designed to eliminate any surprises that could turn into a detractor. This messaging carefully informed prospects of the “gates” they would pass through on the way to enrollment, e.g. transcript submission, financial aid and orientation interview.

We were able to eliminate time-consuming gaps in the process and reduce the overall student journey by 45 days.

The Results

We were not only able to reduce the time span from lead to enrollment, but we also increased year-over-year qualified leads and applicant conversion rates.